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Learn how your business can tap into foreign markets

In Export Now, two international business experts reveal the secrets to taking your company global. Offering a real-life strategy that businesses of any size can use to expand their reach around the world, this book is the ultimate guide to identifying, evaluating, and profiting from global opportunities.

Essential reading for any company looking to expand abroad, the book explains the five essentials of international growth. All businesses know they need to get into new markets, but the lack of familiarity, the cultural and language gaps, and the differences in business practices can be intimidating—this book solves these problems, giving you everything you need to grow.

The ultimate handbook for any business looking to go globalExplains the five essentials of international expansionWritten by two experts with years of experience building global businesses around the world

Guiding you through the how to's of going global, Export Now is your one-stop resource for expanding your business overseas.


Frank Lavin was known as America's "Salesman-in-Chief" when he served as Under Secretary for International Trade at the U.S. Department of Commerce. In that capacity, he supervised U.S. export promotion activity and worked with over two thousand small and medium-sized enterprises (SMEs) to develop their export strategies. He continues to work with companies on market entrance and international challenges as chairman of Edelman's Public Affairs Practice in the Asia Pacific Region. Recently he established Export Now (www.ExportNow.com) to help companies use the Internet to export to China. He previously served as the U.S. ambassador to Singapore and worked in banking and management positions in Asia after having served in the Reagan White House and NSC as well as the Commerce Department in both Bush administrations. Mr Lavin has written articles for the New York Times, the Washington Post, and the Wall Street Journal.

Peter S. Cohan is president of Peter S. Cohan & Associates, a management consulting and venture capital firm founded in 1994. In the course of more than 150 consulting projects, he has helped governments and businesses to identify, evaluate, and profit from growth opportunities that spring from new technologies. Three of his portfolio companies were sold for a total of $2 billion. Cohan has appeared on ABC, CBS, CNBC, CNN, Bloomberg TV, NPR's Marketplace, and FoxBusiness, and he has been quoted in the Wall Street Journal, the New York Times, BusinessWeek, and Fortune. He's the author of nine previous books, including Capital Rising: How Capital Flows Are Changing Business Systems All Over the World, coauthored with Srini Rangan, which Choice called "groundbreaking"; and You Can't Order Change: Lessons from Jim McNerney's Turnaround at Boeing which was ranked the number one business book by Achievemax in 2009. Mr Cohan teaches business strategy to undergraduate and graduate students at Babson College.


Foreword vii

Former U.S. Secretary of Commerce Gary Locke

Acknowledgments ix

Part One. Why and What: Setting Your Export Goals 1

1. Where?s the World Going? 3

2. Where Are You Going? 19

Part Two. How: Five Keys to Choosing Your Export Strategy 45

3. Country: Pick the Right One 47

4. Customers: How They Differ 71

5. Competitors: A Different Market 95

6. Capabilities: What You Need to Win 123

7. Capability Gap: How to Close It 149

Part Three. When: Making Your Export Strategy Happen 173

8. Resource the Strategy 175

9. Bridge the Cultural Gap 197

10. Take Action 213

Index 219